How gender and religion relate with attitudes of college students towards advertisements with sexual symbolism

• Main Authors: Eduave, Graciella Rica P., Gatmaitan, Ria Rochelle B., Loinaz, Beatriz L.
• Format: text
• Language: English
• Published: Animo Repository 2008
• Subjects: Sex in mass media; Pornography > Philippines > Social aspects; Pornography > Philippines > Religious aspects; Pornography > Philippines > Moral and ethical aspects; Attitude (Psychology); Young adults > Sexual behavior > Philippines; Psychology
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/8815
• Institution: De La Salle University

This study describes the attitudes of Filipino college students towards sexual symbolism in advertisements and relates such attitudes to their gender and religion. A quantitative method was used that utilized a descriptive survey adopted from the study of Mittal and Lassar (2000) titled Sexual Liberalism as a Determinant of Consumer Response to Sex in Advertising . The survey used in this study contained ten attitudes measured by a 7-point Likert scale. A total of one hundred college students from four colleges participated in the study. Reults showed that college students, as a whole, obtained low scores on two attitudes ('Appropriate' and 'Arousing') out of ten attitudes. On the variable of gender, results supported the hypothesis that females had more negative attitudes compared to males. In addition, a Two-way ANOVA was employed for the data analaysis and it showed that gender had a significant effect on the attitudes towards sexual symbolism. Moreover, Tukey JHSD was used to determine which among the ten attitudes differed significantly. For the variable of religion, it was hypothesized that Filipino Catholic college students are more likely to have more negative attitudes towards advertisements with sexual symbolism-- the results did not support this hyphothesis, showing that Protestants obtained more negative scores than the Catholics. Furthermore, an ANOVA test showed that there is no significant effect between religion and the attitude of college students towards advertisements with sexual symbolism. However, due to the large and unequal number of subjects for each religion, these results are inconclusive. Lastly, the results also showed that there is no interaction between both variables of gender and religion.